Case Study: Financial
Business challenge
On the occasion of the 75th anniversary of India’s Independence, this financial institution wanted to recognize the contribution of the Indian army.
The solution
- The financial institution decided to create a special limited edition debit card for their special account, available for a discounted price of Rs. 99/- (for the physical card) instead of Rs. 299/- and this amount of Rs. 99/- was committed to the children of martyred soldiers.
- We developed the microsite for this campaign where citizens could apply for 811 accounts, and also share video messages for the armed forces. We also collected photo/video/text messages from social media channels and showcased them on the microsite.
- For the creative execution, the campaign was launched with a print ad and a video message from Gaurav Kapur urging others to share their message as well. Videos were also collected from offline kiosks set-up by the financial institution and were pulled to the microsite as well. After the month-long campaign, the videos were combined into an e-Book to sent to the armed forces.
